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Friday 28th October 2016

Shopping sprees linked to 'time of month'

31st March 2009

UK researchers have said women's shopping habits could be influenced by what stage of the menstrual cycle they happen to be at during a trip. 


The study found that women had more likelihood of going on an extravagant shopping trip 10 days before their periods started.

Professor Karen Pine, the study's leader, will talk about her research at the British Psychological Society meeting in Brighton later in the week.

Professor Pine interviewed 443 women between the ages of 18 to 50 about how they spent money on shopping trips.

She discovered that two-thirds of the 153 women who were in the "later" part of their menstrual cycle (known as the luteal phase) had made an impulsive purchase.

Over 50% of the women said they had spent more than £25 over their original budget, while some said they had spent over £250 more than their budget.

Professor Pine, of the University of Hertfordshire, said: "Spending was less controlled, more impulsive and more excessive for women in the luteal phase."

"The spending behaviour tends to be a reaction to intense emotions. They are feeling stressed or depressed and are more likely to go shopping to cheer themselves up and using it to regulate their emotions."

She added that hormones could be responsible and these affected the brain, causing overspending.

An alternative answer could be that females shop for things to make them look more attractive to coincide with the time they ovulate. 

Professor Pine said: "Other researchers have found there is an ornamental effect around the time of ovulation."


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